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Hampton Creek, What are you doing?

I've been known to walk around a store and start critiquing a package design, or go to a restaurant and start analyzing the typesetting on a menu while pointing out spelling errors. Most of the time, it stops there. I don't feel the need to get into an in-depth conversation over the matter. But. But. This... I can't hold it in. I have already put it on blast on Facebook (and I don't usually get all opinionated on FB. Usually I just post pictures of dogs. But I can't stay silent) and surely enough, even my friends who are not designers are saying "what the heck?!"

Hampton Creek....What. Are. You. Doing? What is this new package design you have released? We all loved the natural vibe you had given us with the earthy brown packaging. I know you tried to update it and make it a bit more clean and vibrant, but I am feeling more blah than vibrant. Honestly, a typographic update and a pop of color to the original packaging would have been A-OK to me.

What is this shadow on the cookie? What even? I can't. I'm sorry. What? Who decided that looked good? Who decided that shadow on that cookie added to the appeal of the cookie?

I gotta be honest with you, I feel like this new design gives off generic vibes. I'm speaking from experience. I was at the store specifically looking for that damn delicious Chipotle Just Mayo. I saw the original packaging and thought "ugh they are all out of chipotle." My boyfriend picks up a bottle and says "it's right here." I grabbed it, told him it must be some weird generic version that isn't even vegan. I had to look at the back to see Hampton Creek just to believe it was the same brand.

Don't those cookie boxes look so much nicer? No big distracting shadow, just a minimal box showing a large image of the cookie. Everything is throwing such hard vegan vibes right now and I dig it. Why did you have to go and completely change on us?

If I weren't already an avid Hampton Creek buyer, from this new packaging, I would assume the product isn't vegan and I wouldn't even pick it up. With all the products at the grocery store and the array of packages we walk by on a daily basis, a natural aesthetic is what most vegans vibe towards especially when a product is on the shelf next to non-vegan products. I can understand how this new one will stand out with it's bright colors, but I wish it would stand out while also portraying the vegan side of it.

I hate saying it, but it looks cheap.

Don't get me wrong, I know why you did it. I know you want to appeal to a wider audience. I know you want people who aren't just vegans/health nuts to pick up your product, give it a try, and become a repeat customer. I get it. However, could you have maybe done it in a way that still reflected the original natural aesthetic, just with a little update?

You know what, at the end of the day, I hope you ARE appealing more to regular people at the store. I want a vegan brand to succeed. I want more people to realize that vegan doesn't mean gross and bland. I hope this package update DOES bring you success. Just know, whenever I see this packaging at the store, I'm going to glare at it. I am still going to purchase it, but I am going to shake my head and sigh.